Leadership Communication, Internal Marketing, and Employee Engagement: A Recipe to Create Brand Ambassadors

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Author(s): Karen E. Mishra (Meredith College, USA), Aneil K. Mishra (East Carolina University, USA)and Khaner Walker (Lenovo, USA)
Copyright: 2016
Pages: 19
Source title: Handbook of Research on Effective Communication, Leadership, and Conflict Resolution
Source Author(s)/Editor(s): Anthony H. Normore (California State University Dominguez Hills, USA & International Academy of Public safety, USA), Larry W. Long (Illinois State University, USA & International Academy of Public Safety, USA)and Mitch Javidi (North Carolina State University, USA & International Academy of Public Safety, USA)
DOI: 10.4018/978-1-4666-9970-0.ch017

Keywords: Administration & Leadership / Business & Management / Business and Organizational Research / Business Science Reference

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Abstract

This chapter examines the internal communication practices of Lenovo, a $39 billion Fortune Global 500 technology company, and the world's largest PC vendor. In particular, this study examines how this company uses social media as a form of internal marketing to foster employee engagement. Internal communications (or internal marketing) is generally led by marketing or PR professionals with expertise in human resources, public relations, marketing, social media, and/or employee engagement. One new way that companies are extending internal communication is by developing the use of their company intranets. Intranets can support an organization by sharing accurate leadership communication and company information on a timely basis to develop trust with employees and encourage them to act as brand ambassadors. This chapter describes how Lenovo has developed and uses its Lenovo Central intranet to engage employees in its mission and vision.

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Leadership Communication, Internal Marketing, and Employee Engagement: A Recipe to Create Brand Ambassadors

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